The Brief:
The goal of Synergy Credit Union’s latest ad campaign was to focus on the variety of products and services that can help people through major life milestones (college, large purchases, retirement). The campaign needed to be released in phases over several months, with each phase focusing on a different milestone. A general overview campaign would be launched first to establish the campaign theme.
Solution:
I developed the tagline ‘Be Ready. Be Resilient.’ to align with the industry’s current focus on financial resilience. ‘Be Ready…’ would then be expanded with each milestone.
Long-form stories were written by Fincopy for the campaign landing page. The stories introduce an extended family of characters and show how Synergy has helped them navigate their lives. I created illustrations for each character, and developed a concept based on a wall of family photos. Each photo frame could be zoomed in on to tell that characters story.
The illustration style was fun and simple, keeping the animation budget reasonable. With video being a key medium for the campaign, Honeycut Studios were brought in to bring the characters to life with animation and video editing. Other deliverables were social graphics, billboards, in-branch digital displays, posters, print ads, and more.
My Roles:
creative direction, art direction, design, illustration, copywriting
The Brief:
Synergy Credit Union and Lloydminster Co-op sponsored a new van for transporting community members with mobility issues. They wanted to wrap the vehicle in a graphic that would help it stand out in traffic, and represent the diversity of the people that use the service.
Solution:
I decided on a black and white doodle style, almost as if it was drawn directly on the van. This simple, fun style allowed us to show a diverse group of faces while avoiding potential stereotypes. I created a repeatable pattern that covered the entire van, with bright yellow sections for the hand-lettered tagline and logos. The mockups that I supplied the client are shown, as well as the final result.
My Roles:
creative direction, art direction, illustration
The Brief:
Remai Modern is Saskatoon’s world-class contemporary art museum. After five years of existence, the museum still wasn’t being visited by a large portion of the local population – people who don’t ‘get’ modern art or may not feel welcome in the facility. Coinciding with the announcement of switching to a ‘by donation’ model, the museum needed a campaign to reach this new audience.
Solution:
We developed the slogan ‘Worth a look’ - a common prairie expression, which becomes more layered with a deeper meaning about the value of art in the community. We wanted to show that modern art is not just for art snobs. Not everyone will get the same thing out of viewing art, but having any reaction at all is a good place to start (confusion, surprise, wonder, etc.).
Instead of showing the art itself, the ads were filmed from the artwork’s point of view as people are having a ‘look’. Two different TV spots were developed showing people reacting to modern art in different ways.
For the other ad placements, we had some fun with the divisive double letters from the original branding (rR mM), using them in a new way. Bold typography and a new vibrant colour palette stood out from the museum’s previous advertising. On some placements, QR codes linked to different pieces of art, showing what the model is looking at. Digital billboards, airport ads, online banner ads, and a print ad were developed.
My Roles:
creative direction, art direction, design
Other Credits:
Tim Neal (The Engagement Party) - creative direction
Jess Reimer - copywriting, content strategy
Calvin Xiao - brand strategy
Barbershop Films - video production, photography
The Brief:
Create a tourism brand for Beardy’s & Okemasis Cree Nation (BOCN), welcoming local, national, and international travellers to experience a authentic Indigenous experience. Located north of Saskatoon, BOCN is home to the Willow Cree people and features historical sites, nature trails, glamping accommodations, and cultural programming.
Solution:
We worked closely with the client to develop the name Pêmiska Tourism. Pêmiska is a Cree word meaning ‘come and find it’. The name is a friendly invitation to find ‘it’, which can refer to the literal location, or truth, authenticity, inspiration, and more.
The icon contains three elements: a tipi, willow leaves representing the the Willow Cree people, and radiating circles that convey a warm, welcoming feeling. Combined, these traditional shapes become a unique and modern icon.
The brand colour palette was influenced by the natural elements found within the region. Three brand patterns were also created to showcase the natural landscape, including the leaves, branches and blooms of the Red Willow tree.
My Roles:
creative direction, art direction, design
Other Credits:
Tim Neal (The Engagement Party) - creative direction, art direction, design
Calvin Xiao - brand strategy
Jess Reimer - copywriting, content strategy
The Brief:
Co-operatives First’s Hometown Advantage program helps small town and rural residents start businesses that will help sustain their communities. I was tasked with creating a graphic for their ‘Show Us Your Assets’ social media contest, in which they asked people to show them what makes their hometown great.
Solution:
The Hometown Advantage logo, which I had previously created, was inspired by roadside signs for diners, motels, and gas stations. For this project, I went even further and created an animated illustration in which the sign flickers on against a night sky. The modular design was easily rearranged for different dimensions. A static daytime version was also created for social channel headers.
My Roles:
concept, creative direction, design, illustration
The Brief:
At the height of a global pandemic, create a campaign to promote tourism in Saskatoon. In the winter.
Solution:
Even on a regular year, Saskatoon isn’t top of mind for a winter vacation spot. When international (and even provincial) travel was at a standstill, we had to get creative. We knew that people who frequent other winter hotspots like to make fun of people who are crazy enough to spend the winters in Saskatoon. The slogan “They make fun. We have it.” was developed to encourage people to get outdoors and enjoy winter in their own city. There may not be mountains, but we know how to have fun anyways.
We gave the design a retro-ski look with a badge icon and puffy coat textures. The photography was intentionally unglamourous - there’s nothing more authentic than a face full of snow or a snot-cicle.
Ad were placed around the city (digital billboards, transit shelters, bus graphics) as well as social media channels.
My Roles:
creative direction, art direction, design
Other Credits:
Tim Neal (The Engagement Party) - creative direction, copywriting
Calvin Xiao - brand strategy
Jess Reimer - copywriting, content strategy
Chris Hendrickson - photography
The Brief:
Kichiota Indigenous Destinations is a first-of-its-kind partnership between Whitecap Dakota First Nation (WDFN), Wanuskewin, and Beardy’s and Okemasis’ Cree Nation (BOCN). We were entrusted with creating a visual identity that conveyed the essence of this partnership, ensured visual and language sovereignty, and provided a platform to promote Indigenous tourism in Saskatchewan.
Solution:
The success of this project hinged on close collaboration with each partner and, in the cases of WDFN and BOCN, members of the community including Elders and Knowledge Keepers. These consultations inspired the name (Kichiota), an original word that joins Cree and Dakota to produce four translations (“Here with”/“Lots of importance”/“Here is special”/“Many are with”). The sense of place evoked by the name and tagline (“Travel the path of our people”) extends to the logo and supporting visuals.
The logo icon contains a reflected tipi, but may also be interpreted as a compass or flower. Its shape references the four directions and features two distinct hemispheres (north/top and south/bottom). Strategic colourization suggests the top as sky and the bottom as land. We chose a brand palette of organic, natural colours to differentiate Kichiota from other Indigenous businesses. Teal is associated with restfulness and mental and spiritual balance, while brown suggests honesty, strength, and security. Kichiota’s pattern library flexibly mimics what is found in nature. Drawing from the theory of wahkotowin (kinship), everything is related and one thing can be many. For example, the dots may represent stars in the sky or bubbles in a fast-flowing current.
An in-depth brand guidelines document was developed, as well as a merchandise guide and tradeshow materials.
My Roles:
creative direction, art direction, design
Other Credits:
Tim Neal (The Engagement Party) - creative direction, art direction, design
Calvin Xiao - brand strategy
Jess Reimer - copywriting, content strategy
The Brief:
Destinate Group is a network of tourism specialists that come together to help Canadian tourism brands with various aspects of their business. The client had their business name chosen, but needed a logo and visual identity to get started, with the ability to expand on it as the company grows.
Solution:
Incorporating a map pin into the shape of the D gives the viewer the immediate impression that this is a tourism/travel related business. The simple D icon works well at a small size for the brand’s social profiles, and can also be used as a frame to showcase photography from destinations across the country.
Also included in the visual identity were a brand colour palette, typography and photography recommendations, a secondary map pin symbol, as well as some templates.
My Roles:
creative direction, art direction, design
The Brief:
Synergy Credit Union wanted an ad campaign focusing on the evolution of financial services, positioning Synergy as a forward-thinking leader in this area. The starting point was a brand story written by Kathy from Fincopy, showing how banking has evolved from Synergy’s beginnings in the 1940s to the current tech era. The story used fun language, with numerous pop culture references from decades past. The campaign would be released in phases throughout the year.
Solution:
I developed the tagline ‘Financially Forward’ - simple and versatile so it could be used over the year and beyond. Previous campaigns had typically used photography, so I went in a different direction. I created over 30 illustrations - both financial-related and other fun items - that fit with the brand story and could be used in a variety of ways. The deliverables included billboards, social media ads, print ads, online banner ads, and in-branch materials. Paired with some catchy headlines and a vibrant colour palette, the ads directed people to read the brand story where they could learn some interesting facts and enter giveaways.
My Roles:
creative direction, art direction, design, illustration, copywriting
The Brief:
Rebrand the Nutrien Children’s Discovery Museum as they prepare to move into Saskatoon’s iconic Mendel building. New name, new logo… new everything! Create a fun, flexible visual identity that will help the brand become one of the city’s most recognized attractions.
Solution:
I assembled a small team of experts (and friends) to help complete this exciting project. Some of the tasks involved were: conducting stakeholder interviews, creating an in-depth brand strategy document, naming the new facility, and designing a full visual identity program.
The name Nutrien Wonderhub was chosen from several names we provided. This perfectly describes the new museum, which is a literal hub for wonder. It’s a fun, new word for kids (and adults) to say.
We found inspiration in the modernist Mendel building’s unique roofline, which is a key architectural feature both inside and out. Vibrant colours and patterns help bring this brand to life. A mascot character emerged along the way – the Wondernauts will appear on branded merchandise and promotional items, helping to build children’s excitement about the new brand.
My Roles:
creative direction, design
Other Credits:
Tim Neal - creative direction, design
Calvin Xiao - brand strategy
Jess Reimer - copywriting, content strategy
Studio 10 - animation/video editing
The Brief:
Create a series of illustrations for Skyxe (Saskatoon International Airport). Develop two distinct themes using only the brand colour palette. The illustrations need to be highly flexible, since they are to be rearranged in a variety of ways – wall panels in the airport, printed documents, etc.
Solution:
I used a simple vector style that will work well for any size or arrangement. I created two themes: common travel items and world landmarks. I made sure to include a couple of iconic Saskatoon buildings to give it a local touch.
My Roles:
concept, illustration
The Brief:
Edmonton's Winspear Centre needed some fun graphics to promote a series of four Symphony For Kids concerts.
Solution:
I created four characters using only musical notation symbols. Each character relates to one of four concert themes (conductor's favourites, percussion, songs from kids movies, and tango). I also designed a fun, multi-coloured wordmark using the brand's colour palette.
The Winspear Centre's in-house team used these graphics in various ways for online and print promo materials. An on-site craft for kids was also suggested, in which kids could create collages out of musical symbols.
My Roles:
concept, illustration, design
The Brief:
This is a personal project for my roots-rock band Young James. We needed a cover for our EP called 'Hard Way Road'.
Solution:
Taking inspiration from some of our lyrics, I created a scene representing a traveller from the prairies crossing through the Rockies to the west coast. It also takes on a more symbolic meaning with the title track 'Hard Way Road'.
Instead of colouring the scene digitally, I took snapshots of the band's equipment to gather a palette of textures and colours. Now the same gear that created the audio, also created the visuals.
A simplified line-art version of the cover worked nicely for DIY silk-screened t-shirts, which proved to be quite popular.
My Roles:
concept, creative direction, design, photograpy
The Brief:
This Saskatoon conference needed a name and visual brand to resonate with young women involved in the tech industry.
Solution:
I abbreviated the full name (Women in Tech Conference Saskatoon) to WIT CON YXE. The event logo suggests a conversation. The shape also references the ‘curly’ brackets used in coding.
The poster graphics are inspired by ‘flat lay’ photography that is popular on Instagram. Staying true to the Instagram feel, the image was captured in one shot, with minimal Photoshop.
Various GIFs and web images were also created for social posts and event sites.
Results:
The event hit their attendance goals, and there is already discussion about making this an annual event.
My Roles:
concept, creative direction, photography, design
The Brief:
Create a logo for a small art gallery at Saskatoon’s airport (Skyxe). It should represent all of Saskatchewan’s people, and fit with the overall Skyxe branding.
Solution:
I created an icon representing the cultural fabric of our people, as well as an aerial view of the province. Currently the logo only has one usage (the signage), but I developed some other variations in case of future branding possibilities (black and white, vertical with a more detailed icon).
My Roles:
concept, design
The Brief:
Synergy Credit Union launched a video contest for 17 to 25 year olds. The objective was to gather information on how to better serve this demographic, while awarding them some money for getting involved. The entrants were asked to create a video that describes what they want from their financial institution.
The client needed a name for the contest, and some social media graphics that would catch the eyes of this age group.
Solution:
The name "Share Your Mind" is memorable, and allows for some fun visuals. I chose to use GIFs so these posts would stand out from Synergy's day-to-day content.
Photography was limited to stock images, so I created a look that integrated hand-drawn elements. This gives the imagery a more unique, light-hearted feel.
Besides this social media campaign, team members had a booth set up at a local college to encourage students to sign up.
Results:
The contest received several entries, and Synergy gained valuable insights about the targeted demographic.
My Roles:
concept, creative direction, naming/copywriting, design
The Brief:
Co-operatives First helps potential entrepreneurs determine if the co-operative business model is a good fit for their business idea, and offers support throughout the process. Their major focus is rural – and often remote – communites in western Canada. The client needed a general awareness campaign that would stand apart from typical business-focused advertising.
Solution:
This small-budget, highly targeted campaign helped get the word out, by asking the viewer to at least consider the idea of a co-op. Simple, fun, illustrations of people and businesses were combined to represent a thriving community. The illustrations are versatile enough to be used individually, or together, in all types of promotional materials. The look and feel of the campaign stood apart from typical business-focused advertising.
A mix of traditional and digital media was used, with the online video being a major element. Other materials not shown were handbills, radio spots, and animated web ads.
Results:
Engagement was very high for all digital components, with YouTube views approaching 75,000. Awareness was greatly increased for the targeted demographic.
My Roles:
concept, creative direction, copywriting, design, illustration
Other Credits:
Dan Matthews - copywriting
Studio 10 - animation/video editing
The Brief:
The Lung Association of Saskatchewan needed a new look for their annual Lung Challenge materials. This program is aimed at young elementary students, and features local WHL players putting on presentations to schools about lung health. There is also a fundraising element where students sell tickets to hockey games sponsored by the Lung Association. All five of the Saskatchewan WHL teams needed to be represented equally.
Solution:
Rather than focusing on images of the hockey players (like previous years), I developed a fresh look with the goal of appealing to kids in the target demographic. I created the 'Lung All-Stars' - illustrated characters representing each team. I felt that diversity was important, so all kids would feel like this program is for them.
I also developed a badge-style logo for the numerous swag items that were made - from t-shirts to pucks.
Some of the other materials I developed were a sponsorship guide, round diecut pledge cards, a pop-up banner, posters, and web graphics.
Results:
This project won the Non-Profit/Charity category at GDC SK North's 2017 Elevators Awards.
My Roles:
concept, creative direction, design, illustration
The Brief:
Saskatoon’s Core Neighbourhood Youth Co-op (CNYC) is a grassroots organization living on individual donations and small grants, while doing amazing things for at-risk youth living in Saskatoon’s notorious west side. To make CNYC a contender for game-changing grants and corporate sponsorship, a new visual identity was needed.
Solution:
The ‘steps’ icon represents the life skills that participants gradually develop. It is also a subtle nod to the rooflines of the CNYC home base. A vibrant colour palette was requested to make a reference to their previous branding. A geometrical pattern, inspired by First Nations star blankets, was developed.
Aside from the visual identity, initial projects included stationery templates, an informational brochure, and a branding iron to label carpentry projects.
Results:
This project was recently awarded a Merit in the Premier's Awards of Excellence in Design, at SK Design Week 2015.
My Roles:
concept, design, creative direction
Other Credits:
Rebecca Harbin - pattern design
The Brief:
Ens is a dealership with over 50 years of history in Saskatchewan. Ens has many divisions, with Toyota and Lexus divisions, a Service Centre, a Collision Centre and an Industrial vehicle department. Ens was moving to a new facility, and developing a cohesive brand identity was the next step. After extensive research, we determined that Ens needed to develop a logo to establish itself independent of its products, while complementing and acknowledging them at the same time.
Solution:
The rebranding of a 50-year-old local auto company presented many challenges. Our goal was to create an easily recognizable logo that will remain timeless for the next 50 years. We developed the logo to be versatile, so that it can be used on everything from pens to full 3D animation. It also needed to represent the dealership’s auto brands without aligning too much with any particular one. Not only does the ‘e’ in this logo represent the Ens brand, but it can also be a seen as a speedometer or gauge. Circles are traditional automotive symbols, but in this case, the shape is presented in a simple, modern form.
My Roles:
concept, design, art direction
The Brief:
United Way of Saskatoon and Area's annual donations had dropped, and the organization contributed this to people having a general knowledge of United Way, but not knowing specifically what United Way does – particularly for the newest generation of potential donors.
Solution:
We combed through the annual data and found some impressive statistics. These stats became a series of 'wins' that could educate the public in a very direct and emotional way. We created a custom Polaroid-esque frame – that incorporates United Way's 'bump box' shape – to add some visual consistency to the supplied photos that would accompany the statistics. The #aUnitedWin hashtag served as a way for United Way-funded non-profit groups to post their own wins on social media.
Results:
Donation goals for 2014's fundraising campaign were surpassed, and an overall better understanding of the United Way was achieved.
My Roles:
concept development, art direction, creative direction
Other Credits:
Rebecca Harbin - design
Pamela Cradock - copywriting
Tim Neal - creative direction
This ad was geared towards an older demographic - those who are considering retirement, or maybe just want to work less and spend more quality time at home. Sentimental, with a touch of humour, was the desired feel. This TV spot doubled as a YouTube pre-roll ad.
My Roles:
concept, storyboarding, copywriting, creative direction
Other Credits:
Studio 10 - video production
Pamela Cradock - copywriter
The Brief:
Create a logo to brand a series of historical sites related to the North-West Resistance of 1885. The logo would appear on highway and site signage thoughout Saskatchewan, Manitoba, and Alberta – as well as on all marketing materials.
Solution:
The logo needed to be simple enough to read on a highway road sign, but couldn't look out of place at a historical site like Fort Carlton. I tried to avoid getting too 'old-timey', so I created a look that blends simplicity with traditional. The logo can be used with or without the outer shape, which was developed for the custom signage.
My Roles:
concept, logo design
The Brief:
Bedard Creek Acres produces syrups from edible flowers. This is a difficult and expensive process that requires the end product to have a high price tag. This family-run business needed packaging that had a sophisticated gourmet feel, reflecting that price. This would also help get their product into local gourmet food shops, rather than relying strictly on farmers markets.
Solution:
We needed to rethink how syrups were traditionally packaged – everything from the bottle and cap, to the labelling. Two sizes, and two flavours, were also needed. We developed a unique format that included a bottle wrap, printed on metallic paper, with recipes on the inside. Horticultural drawings were used to show the customer exactly where these syrups come from.
Results:
The packaging brought much needed attention to the business, and was featured in The Big Book of Packaging.
My Roles:
concept, design
Other Credits:
Tim Neal - creative direction
The Brief:
An overall lack of awareness of the Saskatoon Public Library’s digital collection. Poor user experience for those who previously attempted accessing the digital collection from the existing SPL website.
Solution:
Developed a custom illustration style that fits with SPL's branding. Created scenes showing an enlightened SPL user among the bored masses, and let the viewer know that they too could have a digital library at their fingertips. Designed a simple and easy-to-follow microsite (SPLNow.ca). Placed ads in areas where people do a lot of waiting, such as the airport and bus interiors. Online banner ads and promoted Facebook posts also encouraged users to make better use of their screen time by using SPL's digital collection.
Results:
The campaign greatly improved awareness about SPL's digital collection, and received a lot of social media action. It also took home a Finalist honour in the 2015 Redgees Awards from Design Edge Magazine.
My Roles:
concept, art direction/creative direction, copywriting
Other Credits:
Rebecca Harbin - illustration, design
Pamela Cradock - copywriting
This TV spot was part of an awareness campaign focused on the diverse student needs that teachers deal with every day. It was also my first experience directing CGI - everything in the ad is CGI, except for the teacher at the end.
My Roles:
concept development, storyboarding, art direction
Other Credits:
Dig Animation - animation, video editing
Pamela Cradock - copywriting
Tim Neal - creative direction
A quick (15 sec) YouTube pre-roll ad with an awareness message. This was directed specifically to farmers, most of which have heard of WGRF, but aren't aware of what they do.
My Roles:
concept, storyboarding, copywriting, creative direction
Other Credits:
Studio 10 - animation, video editing
Rebecca Harbin - design
Dan Matthews - copywriter
The Brief:
United Way of Saskatoon and Area needed help to increase awareness of marginalized groups in the city and surrounding areas during a time of economic boom. The general consensus was that everyone prospers when the economy flourishes. United Way was looking to refute that belief and remind residents that people were still in need.
Solution:
We needed to show scenarios that fit each of United Way's four priority areas, contrasting the reality faced by impoverished and/or marginalized groups with the idyllic situations faced by others. We used emotional imagery instead of long body copy to introduce the concept of: 'A great community must be great for everybody'. We used local residents in local locations in all of our photography. No models or professional actors were used.
Results:
The poster series was so successful, that it was expanded to include billboards, print, and web ads. It reminded people of the purpose of United Way, in a simple and effective way. The campaign received a Merit award, in the Poster category, from GDC SK North's 2010 Elevators Awards. It also was featured in an Applied Arts article about designing for non-profits.
My Roles:
concept, design, art direction
Other Credits:
Chris Hendrickson - photography
Tim Neal - creative direction
The Brief:
Saskatoon Transit was making the switch from monthly paper bus passes to a more permanent style. Each age group needed to have a consistent design, with an easy identifiable variation. The design also needed to have a timeless look since these will be in use for many years.
Solution:
The custom lettering references freeway overpasses, and adds a sense of movement. A simplified map of Saskatoon adds some subtle texture to the background. The bold, angled stripes help the bus drivers identify the cards at a distance.
Results:
These are still in use today, and are likely my most widely seen piece of design.
My Role:
design
The Brief:
SPL has a large and diverse collection of materials, but many people weren’t accessing its services. There was also a lack of knowledge about how up-to-date the materials are, and how many copies of each are available. In order to increase circulation, we needed to get the word out about SPL.
Solution:
We decided to focus on the sheer volume of materials that arrive at SPL’s branches every week. The numbers alone were impressive. To emphasize the volume above everything else, we used large graphic numbers, interesting illustrations and a specific colour palette. We created a multi-message platform that remained consistent through all media. The posters were placed in public spaces around Saskatoon, and the coasters were put in local coffee shops and pubs where potential library patrons frequent. Oversized floor decals - that visually showed what 350 library items looks like - were placed in shopping malls.
Results:
The campaign was extremely successful. Circulation among SPL’s materials more than doubled during the campaign’s run, and it has received provincial recognition. SPL continued to print more posters and replace them on public billboards long after the campaign’s original deadline had ended.
The campaign received a Merit award, in the Campaign category, from GDC SK North's 2014 Elevators Awards. It also was awarded a Merit in the Premier's Awards of Excellence in Design, at SK Design Week 2013.
My Roles:
concept, art direction
Other Credits:
Rebecca Harbin - Designer
Pamela Cradock - Copywriter
